Marketing communications

Abstract

INTRODUCTION The modern globalized markets pose a great and creative challenge for any marketing manager. The plethora of economic sectors, the vast multitude of market groups and the continuous advances in the marketing sciences, along with the constant creation of new ways, new channels, new practices in marketing, all these are the ingredients that a marketing manager has to have in mind when he or she plans a new marketing mix for a client, a company, themselves. An integral part of the business and science of marketing, as proposed by the universally accepted recipe of the 4 P’s, is that of promotion, or Marketing Communications. It is that important, that to the eyes of the untrained in the ideas of Marketing, to the common public, promotion is usually marketing by itself. Indeed, is one of the four pillars of the marketing mix and one of the most creative parts of marketing. In the following pages we will try to present an elaborate description of the terms, methods and ideas behind Marketing Communications. After defining the main ideas we are going to use further on, we will explain how Marketing Communications work and their significance to the Marketing Mix. Then we will present some examples of marketing communication and finally we will conclude with our findings and suggestions regarding the idea of Marketing Communications